MARKETING RESEARCH
HOMEWORK:DATA ANALYSIS(B)
Please use the results of R. N. Bank’s Credit Card Survey and respond to each of the research objectives specified below by using SPSS.
- Please state the hypotheses
It is assumed through the hypothess of the survey’s application for marketing research that individuals would take on the essence of utilizing a credit card and actually enrolling in a personal credit card account based on their perception towards their personal economic status. Making a determinable mark on their personal capacity to pay, individuals are expected to sign in for thteir own personal accounts when they are sure that they have something to pay for their purchases later on.
- Explain the reasons of your choice for the appropriate statistical test for each situation
It is importnat to use both the qualitative and quantitative appraoch in analyzing the statistical data for the work involved. Considerably, this appraoch shall not only be able to improve the analysis of the actual variables used to represent the data collected, but also explore the behavior of the people working behind it.
- Interpret the findings derived from each analysis.
The qualitative appraoch allows for the establishinment of the behavioral concept of consumerism that could be carried on to account especially in determining what is assumed as the driving power behind the decisions of the individuals involved in the survey. The quantitiatve appraoch on the other hand provides a more logical or mathematical indication of what is assumed as a well-developed option of insistence on how consumerism does provide a sense control on how the market segmentation is affected by the thinking and perceptio of each individual towards the products presented to them by the existing industries in the market.
- Develop and describe the profile of teachers in terms of credit card offers received.
Based on the thinking and response pattern represeted by each teacher interviewed and surveyed, it could be realized that the profiling of the target marke for the credit card product is defined under the conditio of determinedself confidence based on economic trust and competence that each individual becomes highly dependent upon.
- What are the differences between the customers who use
Visa or Mastercard most often and those who use the
other cards in terms of selected demographic
characteristics (age, marital status) and the number of
credit offers received in the past year (question 12).
Users of Mastercard and Vısa card are most often than not more insistent especially in the way they see the real value of credit in their daily purchases. Practical options of economic control is seen among those who do not use the said major brands of credit card programs; likely, they are more adamant about the capacity they have to pay for their purchases.
- Is there any differences between perceived importance of
credit cards and perceived importance of cash for the
sample ?(Question 1)
Yes. The received importance of credit cards yield a higher essense of determined control and realization on the part of the credit card holders compcared to the non-card enthusiasts. The manner of control on the economic activities that non-card holders give attetion to [on the other hand] increases the value of importance of cash for the sample of individuals interviewed.
References:
Bradley, Nigel Marketing Research. Tools and Techniques.Oxford University Press, Oxford, 2010.
Marder, Eric The Laws of Choice—Predicting Customer Behavior, The Free Press division of Simon and Schuster, 1997.
Young, Charles E, The Advertising Handbook, Ideas in Flight, Seattle, WA, April 2005.
Kotler, Philip and Armstrong, Gary Principles of Marketing Pearson, Prentice Hall, New Jersey, 2007
